Henkell Freixenet has reported a substantial increase in sales of its alcohol-free sparkling wines, marking a notable shift in consumer behavior and signaling strong potential in the zero-alcohol market. The German wine and sparkling wine producer announced €1.25 billion in revenue for the full year of 2024 (excluding excise taxes), with its non-alcoholic product line emerging as a standout performer.
Sales of Mionetto 0.0%, Freixenet 0.0%, and Mionetto Aperitivo non-alcoholic products rose by an impressive 23.6%, significantly outpacing the 8.3% growth posted by Henkell, Germany’s most exported sparkling wine brand.
Despite non-alcoholic options still comprising a relatively small portion of the company’s portfolio, Henkell Freixenet sees substantial opportunity in the category. CEO Dr. Andreas Brokemper attributed the surge to rising health consciousness and evolving preferences among younger consumers, particularly Generation Z.
“Even though non-alcoholic products still only account for a small share of the overall market, we see vast potential for our non-alcoholic portfolio, which is growing in popularity due to greater consumer health consciousness and Gen Z’s shift in consumption habits,” Brokemper said.
He also pointed to continued product innovation and global distribution as key drivers of the company’s positioning. Recent additions to its alcohol-free lineup include Freixenet Cordon Negro 0.0% and the Freixenet Italian Range 0.0%, alongside an expanded international rollout of Mionetto 0.0%.
The broader market trend reflects this momentum. According to the IWSR, zero-alcohol wines are currently outpacing low-alcohol variants, with consumers increasingly favoring completely alcohol-free options. In the UK, the overall no-and-low alcohol category is expected to more than double in 2024 compared to 2023, and is projected to grow at a compound annual growth rate (CAGR) of 7% through 2028.
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